As reported in Time Magazine, according to a study by professors in the United Kingdom reported in the BMJ, financial incentives were shown in a randomized controlled trial to have a significant impact on pregnant women quitting smoking and staying away from cigarettes:
- Studied 612 pregnant women in the United Kingdom
- Offered up to $1,200 dollars in shopping vouchers for following steps to quit smoking
- Nearly 25% quit smoking vs. 9% who received free nicotine therapy and were counseled on how to quit.
- After 1 year, 15% of group who received incentives stayed away from cigarettes vs 4% of the counseling group.
- Quitting was verified by cotinine verified cessation at 34-38 weeks’ gestation through saliva (<14.2 ng/mL) or urine (<44.7 ng/mL). Secondary outcomes included birth weight, engagement, and self reported quit at four weeks.